Meet Jasmine, the creator behind Sugar & Stories. A luxury wedding cake designer based in London, she is renowned for creating beautiful wedding cakes reflecting her couples’ unique love stories, with a passion for authenticity, artisanal quality and complete and utter romance! However, her brand identity, which was a template purchased over 8 years ago, no longer reflected the elegance and quality that her work had become known for so she reached out to me to create a brand identity that was in alignment with where the business had evolved - a symbol of romance and sophistication in the wedding industry.

The before:

Whilst very pretty, Jasmine's previous branding lacked the refinement that her cakes stood for and the template-based logo and colour palette that worked for her in the past now didn’t convey the high-end, artisanal nature of her work. As her business grew and her clientele became more discerning, it became clear that the existing brand identity (and brand name!) was no longer a fit -  she was experiencing some push back from clients on pricing, and she believed that was because although it was clear that the cakes were of the highest quality, the branding didn’t reflect that and gave the impression that her prices would be lower. Jasmine needed a brand that could communicate the luxurious, romantic experience that Sugar & Stories offers, at a glance. 

The vision: a brand that speaks to love stories

I began by understanding Jasmine’s vision for the brand through my deep discovery process. The goal was to create a brand identity that was not only visually stunning but also deeply connected to the romantic stories that Jasmine’s cakes tell. The new brand would need to resonate with couples who value quality, artistry and an unforgettable experience using the new brand name, Sugar & Stories.

Designing a romantic, elegant brand identity

The design process was meticulous, focusing on creating a cohesive identity that would stand out in the competitive luxury wedding market. Here are the key elements I developed:

A full brand strategy & messaging guide

Using the discovery process, I started with a comprehensive brand strategy, defining Sugar & Stories' mission, vision and unique selling points. This guide now serves as a foundation for all future brand communications.

Logo suite

The primary and secondary logos were designed to be both versatile and timeless. A customised serif font was chosen to convey elegance, paired with delicate peony linework to hint at that all-important romance!

Colour palette & typography system

A refined colour palette was created, featuring soft pastels and gold accents that reflect the luxurious and romantic nature of Jasmine’s creations. The typography system includes a classic serif font, which adds a touch of sophistication to the brand's visual identity.

Pattern design & submarks

To enhance the brand’s versatility, I designed a series of sub-marks and patterns. These elements can be used across various touchpoints, ensuring consistency while adding a bespoke touch to every application.

The results: a brand transformed

The transformation has been nothing short of magical. Sugar & Stories' new brand identity is now a true reflection of the artistry and romance that Jasmine brings to every wedding cake she creates. The elegant, cohesive brand has not only elevated Sugar & Stories’ market position but has also made it instantly recognisable among luxury wedding vendors and clients alike. Jasmine can now tell her brand’s story with confidence, connecting with her ideal clients on a deeper emotional level. 

Ready for your own brand transformation?

If Jasmine’s story has inspired you and you’re ready to elevate your brand, let’s chat. Book a call to discuss how we can create a stunning, bespoke brand identity that resonates with your ideal clients and reflects the essence of your business.